Brochures can be a great marketing tool for tour and activity businesses. In fact, in our recent American & Australian survey for the most effective booking channels for tour operators, it was cited as one of the most effective ways to get bookings and raise awareness.
Your business needs printed sales literature for 2 reasons:
- It makes you look professional. There’s the implication that a brochure makes your business legitimate, especially if your’re a tour operator. Only the best of the best will be able to afford that kind of marketing collateral.
- It’s convenient for your customers. Busy travelers who have limited access to the internet can easily pick up your brochure and read it at their leisure.
Here’s how you can start leveraging brochure marketing for your business.
Step 1: Plan your brochure properly
This is a significant project, because it’s something that you’re going to use for (hopefully) a long time. It’s harder to chop and change print materials, compared to something that’s published online.
Make sure that all the relevant stakeholders are involved. You can create ground rules and make sure all parties are on the same page. It also gives your graphic designer a chance to learn who their point of contact should be to get things done.
Set clear objectives.
- Decide what you’re offering your customers. It would be best to have a compelling offer, instead of just information about your tour or activity. This will prompt people to take action instead of leaving it for later. For example, you can offer a time-sensitive discount, a 2 for 1 offer, or a VIP pass.
- Tell your customers how they should redeem their offer. Ideally, this will be online through your booking system using a unique promo code.
- Set a measurable goal you’d like to achieve. How else will you measure the success of this particular campaign?
Once you have these hashed out, it’s time to finalise your brochure.
Step 2: Finalise your brochure
You need to finalise the content of your brochure and make sure it’s absolutely perfect to be distributed to the masses.
- Have we answered the most frequently asked questions?
- Do we have beautiful headlines and graphics?
- Have we put a brief summary of what to expect?
- Are there clear instructions on how to book?
- Have we given them a good reason to act now?
- Have we put our contact details?
- Have we stated our guarantee? This is especially important for weather dependent businesses.
- Is it easy to find information I’m looking for in the brochure?
Remember that people buy with emotion but justify using logic. Make sure you trigger those emotional heart strings while still mitigating any kind of barrier to buying from you through appealing to their logical side.
Step 3: Distribute your brochure in the right places
There’s no point going through all that hard work if no one is going to see it!
To make sure your brochure is accessible to your potential customers…
- Put it at your point of sale. It’s only natural to have it at your reception desk, so that customers can grab it and it have their questions answered. Perfect for when things are hectic because your staff are busy trying to get everyone on tour.
- Put it in hotel and hostel brochure racks and bulletin boards. You want travelers, and that’s where they reside. For people who plan out things to do once they arrive at their destination, it’s not uncommon for them to pick up a few brochures to see what’s available.
- Put it in sales kits to your existing and potential agents (send it via mail or hand them out at trade shows). Whether it’s an ITO, travel agency, or concierge, your sales kit should contain print marketing materials that they can use to sell your tours better. Make sure you have digital versions for online agents like OTAs.
And there you have it. You’re ready to go with your brochure marketing strategy.
For more marketing tips geared exclusively towards tour operators like yourself, download our free ebook: